During NBC’s broadcast of the opening ceremony of the Olympic Games on July 23, Prudential Financial Inc. premiered its newest commercial as part of a campaign that re-establishes the company’s iconic Rock, first introduced 125 years ago, as a symbol of financial strength and resilience.
The campaign marks a renewed emphasis on the company’s Rock Solid financial solutions, planning and investments, supporting people to find their “rocks” during a time when financial security remains an elusive goal for many.
As the nation begins to emerge from the pandemic, more than 2 in 3 Americans express concern about their financial futures. According to a poll commissioned by Prudential and executed by Morning Consult, 6 in 10 are anxious about their current finances, paying off debt (54%), covering everyday expenses (52%) and spending on health care (56%).
Half of the respondents said it’s more important that the companies and brands they turn to for financial services are trustworthy, responsive, strong and resilient than it was a year ago.
“We want to re-establish the significance of the modern Rock and what it stands for in people’s lives,” says Susan Somersille Johnson, Prudential’s chief marketing officer, in a prepared statement. “Ultimately, it signifies finding our sources of strength during these extraordinary times, and that our customers can rely on us.”
Additionally, Prudential is sponsoring the USA Climbing team in the sport’s debut year at the Olympic games. The partnership spotlights a new crop of inspiring athletes who represent the future of climbing.
“The Rock symbolizes our purpose of making lives better by solving people’s financial challenges. It’s the force that propels us forward to focus on customer needs, and to drive growth for our clients, employees, and investors,” says Andy Sullivan, head of Prudential’s U.S. Businesses, in a prepared statement.
Starting July 23, Prudential’s “Who’s Your Rock” commercial airs in major markets across the country including New York; Los Angeles; Chicago; Miami; Dallas; San Diego; San Francisco; Washington, D.C.; Philadelphia; Boston; Atlanta; Detroit; and Hartford, Conn.
The campaign runs through December and will air on national and local TV, connected TV, social, digital, audio and sponsorships, and extends internationally to Brazil and Mexico.